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Brand Strategy 101: The Core of Brand Strategy

Brand strategy consists of three core components and tapping into an infinite amount of human emotions.

Presented as part of Griffin Farley's Beautiful Minds 2020 program.

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Brand Strategy 101: The Core of Brand Strategy

  1. 1. STRATEGY PRINCIPLES TIPS TO WRITE A GREAT STRATEGY Presented by Valerie Nguyen
  2. 2. HOW ARE YOU?
  3. 3. “ ”GOOD.
  4. 4. “ ”GOOD. “ ”FINE.
  5. 5. “ ”GOOD. “ ”FINE. “ ”HOW ARE YOU?
  6. 6. 99% of people walk around 99% of the time talking about 1% of their emotions.
  7. 7. The other 1% of people are strategists.
  8. 8. MOST STRATEGIES ARE SIMPLE. MOST STRATEGIES ARE CLEVER. BUT GREAT STRATEGIES ARE ALWAYS EMOTIONAL.
  9. 9. EMOTION UNLOCKS ATTENTION. EMOTION UNLOCKS CHANGE. EMOTION UNLOCKS RELATIONSHIPS.
  10. 10. BUSINESS PROBLEMS WHY CREATIVE SOLUTIONS WHAT THE ROLE OF STRATEGY
  11. 11. STRATEGY HOW BUSINESS PROBLEMS WHY CREATIVE SOLUTIONS WHAT FIGURE OUT WHAT NEEDS TO BE DONE GET SMARTER THE ROLE OF STRATEGY
  12. 12. STRATEGY HOW BUSINESS PROBLEMS WHY CREATIVE SOLUTIONS WHAT CREATIVE BRIEFS MEASUREMENT & OPTIMIZATION THE ROLE OF STRATEGY Client provides briefsStrategy proposes briefs BriefingGuidance
  13. 13. CHALLENGE + INSIGHT + IDEA CORE ELEMENTS OF STRATEGY
  14. 14. CHALLENGE + INSIGHT + IDEA CORE ELEMENTS OF STRATEGY THE PROCESS (THE FUN PART)
  15. 15. CHALLENGE
  16. 16. BUSINESS PROBLEM CREATIVE CHALLENGE
  17. 17. YOUR CHALLENGE IS A CHOICE Any one business problem contains a multitude of creative challenges. Determining how you frame up your creative challenge is half the battle.
  18. 18. FORM SOME HYPOTHESES AND START DIGGING CONSUMER CULTURE COMPANY CATEGORY What do people deeply need or want that is going unanswered? What bigger trends in culture are impacting or inspiring our people? What is uniquely compelling about the product or brand? How is the category* serving people and where are there gaps? *Might be more than direct competitors
  19. 19. WHAT MAKES FOR A GOOD CHALLENGE? - Sets us up for a creative answer - Identifies the emotional, human barrier to our success - Simplifies the complexity of the situation by honing in on what’s critical - Reframes our understanding of the issue - Begs to be answered: turns a potentially boring problem into an interesting question
  20. 20. INSIGHT
  21. 21. BASED ON OUR CHALLENGE, WE NEED TO CONTINUE TO EXPLORE AND FIND THE INSIGHT THAT WILL HELP US ADDRESS IT CONSUMER CULTURE COMPANY CATEGORY What do people deeply need or want that is going unanswered? What bigger trends in culture are impacting or inspiring our people? What is uniquely compelling about the product or brand? How is the category* serving people and where are there gaps? *Might be more than direct competitors
  22. 22. THE INSIGHT IS YOUR UNFAIR ADVANTAGE.
  23. 23. THE INSIGHT MIGHT MAKE YOU UNCOMFORTABLE AT FIRST.
  24. 24. THE INSIGHT IS A PLOT TWIST.
  25. 25. THE INSIGHT CAN STAND ON ITS OWN.
  26. 26. IDEA
  27. 27. WE ARE STRATEGISTS. WE HAVE IDEAS. (AND THEN OUR IDEAS HAVE IDEAS) WE ARE STRATEGISTS. WE HAVE IDEAS. (AND THEN OUR IDEAS HAVE IDEAS)
  28. 28. A STRATEGIC IDEA IS HOW WE’RE GOING TO WIN.
  29. 29. A STRATEGIC IDEA DIRECTS AND LIMITS OUR (CREATIVE) ACTIONS.
  30. 30. TWO PRIMARY FORMS PURPOSE PROPOSITION An action-oriented reason to exist (for brand or campaign) The main takeaway you want people to walk away with
  31. 31. I CAN’T DO THIS. I’M STUPID. I’M A CLICHE. THAT’S A DUMB IDEA. WHO DO I THINK I AM? THIS FEELS RIGHT BUT WHAT DO I KNOW? WAIT IS THIS EVEN A STRATEGY? WHAT AM I DOING? DOES THIS MAKE SENSE? AM I EVEN A STRATEGIST? MY BRAIN THIS IS WHERE WE GET EMOTIONAL ON A PERSONAL LEVEL. This is the moment when the doubt might start to creep in. This is the moment where cracking it will seem impossible — until it isn't. Keep going. You got this.
  32. 32. REMEMBER TO TAKE YOUR IDEAS FOR A WALK! ● Talk to your creatives early and often ● Explain it to your mom (or a rubber duck) ● Prototype it - make some ideas and put them out into the real world to test
  33. 33. PUTTING IT ALL TOGETHER
  34. 34. CHALLENGE + INSIGHT + IDEA CORE ELEMENTS OF STRATEGY THE PROCESS (THE FUN PART)
  35. 35. “MAKE THE COMPLEX SIMPLE. AND THEN MAKE THE SIMPLE INSPIRING.”
  36. 36. TRUST YOUR GUT. FLEX YOUR FEELINGS. GET EMOTIONAL.
  37. 37. THANKS

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